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Nara's HYBRID PLUS CD
Nara
August 26, 2008
Submitted by SeaTail
Greenwashing Index Rating: 3.67
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UK Shell Ad Ruled Misleading
UK Shell Ad Ruled Misleading
August 18, 2008
Submitted by bigjoe106
Greenwashing Index Rating: 5
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UK Shell Ad Ruled Misleading
UK Shell Ad Ruled Misleading
August 18, 2008
Submitted by bigjoe106
Greenwashing Index Rating: 5
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The Reverse Graffiti Project
August 5, 2008
Submitted by Andy320
Greenwashing Index Rating: 1.13
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CO2 Stats
CO2 Stats
August 4, 2008
Submitted by SeaTail
Greenwashing Index Rating: 4.9
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Get green. Stay green. With all-in-one PC protection
Get green. Stay green. With all-in-one PC protection
July 25, 2008
Submitted by jetster
Greenwashing Index Rating: 3.55
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The Human Element
The Human Element
July 9, 2008
Submitted by daviddeal10
Greenwashing Index Rating: 3.6
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Anco Guards Against Greenwashing
Anco Guards Against Greenwashing
July 8, 2008
Submitted by dir_rohena
Greenwashing Index Rating: 1
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GM Project Green
June 19, 2008
Submitted by billyj
Greenwashing Index Rating: 3.81
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IBM TV Commercials on Energy Efficiency/Green
June 12, 2008
Submitted by sclopez
Greenwashing Index Rating: 2.47
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Greenwashing Awareness Goes Mainstream
Valerie Davis and Janice Lieberman
EnviroMedia's Greenwashing Index is featured in a Newsweek International Edition (July 7-14) focusing on "Green Countries: A Global Report on Nations Doing the Most, and Least, to Clean Up the Environment." The Greenwashing Index is included in a special "Eco Lessons" section feature story called "Save The Planet, Lose the Guilt." Read the article.
View the Jan. 31 TODAY Show segment on greenwashing, featuring EnviroMedia’s Valerie Davis.
Read the news release.

Greenwashing:
It’s Not Black and White

Welcome to the Greenwashing Index — home of the world’s first online interactive forum that allows consumers to evaluate real advertisements making environmental claims. “Going green” has become mainstream for businesses large and small — and that’s a good thing. What’s not so great is when businesses make environmental marketing claims that can be misleading. The intent of this Web site is to:

  1. Help consumers become more savvy about evaluating environmental marketing claims of advertisers;
  2. Hold businesses accountable to their environmental marketing claims; and
  3. Stimulate the market and demand for sustainable business practices that truly reduce the impact on the environment.

The integrity of today’s green ads can range from outstanding to outrageous, so it’s important for consumers to educate themselves on what makes environmental marketing claims truly authentic. The Greenwashing Index is an automated tool that provides five simple criteria developed by advertising academia and weighted according to their relevance in marketing claims. So, if you’ve seen a good or bad ad heralding the environmental qualities of a product or company, post it here, rank it according to the Greenwashing Index, and then come back to see how other consumers score it.

Register an account to start posting and rating ads.

Learn more about the criteria for the Greenwashing Index.

This site is promoted by EnviroMedia Social Marketing in partnership with the University of Oregon School of Journalism and Communication.

Commentary

The Greenwashing Index: A Six-Month Review and Plans for the Future

July 1, 2008

Posted by Dr. Kim Sheehan, Ph.D.
Associate Professor of Advertising
University of Oregon

We spent some time talking about green issues with like-minded folks yesterday, and I started thinking about some of the good … and not so good … messages that we've seen posted on the Greenwashing Index. In terms of green advertising, we could segment the ads currently airing into three groups:

  1. What our company does (to help protect/save the environment).
  2. What our company can do (what technologies are available for our company to improve our product or service that will help protect/save the environment).
  3. What you can do (to help protect/save the environment).

Let’s look at each of these types of messages.

Read the full entry »